For every Rupee invested in marketing you get Rs 40 back. Spam averages 78% of all sent. Direct Marketing Institute ROI of 2011

Transcription

1 For every Rupee invested in marketing you get Rs 40 back Spam averages 78% of all sent Direct Marketing Institute ROI of Dan Fletcher A Brief History of Spam. Time Magazine 2009

2 . Used & Abused.

3 The total number of worldwide accounts is expected to increase from 3.3 billion accounts in 2012 to over 4.3 billion accounts by year-end The Radicati Group, Statistics Report April 2012

4 In 2012, consumer accounts represented 75% of worldwide mailboxes The Radicati Group, Statistics Report April 2012

5 By 2013 the US volume will reach 840 billion messages! Forrester Research

6 With the growth of Instant Messaging and Social Networks personal s sent by people is beginning to decline The Radicati Group, Statistics Report April 2012

7 Platforms Opens by Month Source: Litmus. Data sourced from over 1 billion opened s in Jan 2013

8 Abused

9 . Not a Mass Medium. But a Relationship Medium Are you sending the same mails to everyone in you mailing list? Are you personalising the mails in some way? Do you know when and on what device a person is opening an ? Are you recognising people who open your s?

10 Marketing. Or is it Garbage Marketing? Are your s designed for that one person who receives it. Or to a million people, just like a press ad? Are your s conversations or merely information? Is your marketing part of an Integrated Marketing plan?

11 Commercial TV took 13 years to reach 50 million households Facebook hit the 50 million user mark in 1 year It took Twitter 9 months to touch 50 million users More than 600 million people now log into Facebook everyday To date, only two national states have breached this barrier: China and India

12 Integrated

13 Effective Create an Environment

14 Effective Create ways to build trust

15 . Relevance is key

16 18x Relevant s drive 18x more revenues than broadcast s Jupiter Research

17 Personalised increase click-thru rates by 14% and conversion rates by 10% 14% 10% Jupiter Research

18 On a average nurtured leads produce a 20% increase in sales opportunities 20% Demandgen

19 47% Nurtured leads make 47% larger purchases than non-nurtured leads The Annuitas Group

20 Effective . Relevance is key

21 80% Over 80% of marketers send the same content to all contacts Experian

22 39% 39% of marketers who segmented their mails experienced higher open rates Lyrius

23 The new Paradign Unveiling the full potential of requires an integrative mindset. It demands 1 to 1 thinking And this requires marketing to create a Campaign backbone that leverages the rich data that consumers are producing as they wade through their social life.

24 119% Triggered s have a 119% CTR higher than non-triggered s Epsilon

25 Automated infrastructure for sending recurring s

26 Triggered for events of transactions

27 Unique campaigns for each lifecycle

28 Marketing Sophistication Marketing. From Broadcast to Behaviour Automation Manual behavior based messaging (multi track/step) time based messaging (drip marketing) targeted mailing based on segmentation mass mailing to broad database Increased Response Automated time and behavior based marketing has a significant lift to the conventional marketing metrics

29 Social Connect

30 CRM targeting on social networks Lists

31 Fuzzy Measurements

32 Measuring Success

33 CRM meets Web Analytics

34 Building a single view of customers Web data CRM Social data One View profile

35 Single view of customers Consumers want to be recognized: Recognition & Relevance No use of aggregate data unless contextualized: Counting Facebook fans can be useful if you're overlaying it with other data points using your database, your CRM database, or your web analytics

36 Tools for building customer single view Eric Peterson

37 Bringing it all together

38 Marketing system of records Source: Unica The Marketing Single source of truth

39 6 takeaways Most used. Most abused Relationship Vs Mass Marketing Desktop to Mobile Integrated thinking + Social Creating a Marketing single source of truth

40 THANKS